基于顾客价值的健身俱乐部顾客重购行为研究

On Customer-Value-Based Fitness Club Customer Repurchase Behavior

运用问卷调查、因子分析及Logistic回归分析等方法,对健身俱乐部顾客价值构成要素对顾客重购行为进行分析研究。研究结果:健身俱乐部顾客价值由情感价值、消费成本、产品价值、服务价值、期望价值、功能价值6个要素构成;顾客价值构成要素中,产品价值、情感价值、服务价值、功能价值、消费成本5个要素对顾客重购行为的影响显著,期望价值对顾客重购行为的影响不显著。

Questionnaire, factor analysis and logistic regression analysis are employed in this article to research the constituents of customer value for fitness clubs and customer＇s repurchase behavior. Research findings indicate that the customer value for fitness clubs is made up of the emotion value, cost, product value, service value, expectation value and function value. Among the six constituents, all except the expectation value have a marked effect on customers repurchase behavior.